Hoërskool Outeniqua | George, Wes-Kaap · Web viewOnce the consumer’s attention has been attracted, the advert must sustain his/her interest. Then the consumer must feel compelled

ENGLISH FIRST ADDITIONAL LANGUAGE

Notes on Advertisement ( GRADE 10)

Term planning 28/5/20 – 29/5/20

Advertisements make use of the AIDA principle: Attention – grab the attention of the consumer Interest – arouse and maintain the consumer’s interest Desire – create a desire to own the advertised product Action – manipulate the consumer into taking action

ATTENTION can be attracted by: An eye-catching image Clever use of language Attractive layout Posing a question Font (type of lettering) Catchy headlines

INTEREST: Once the consumer’s attention has been attracted, the advert must sustain his/her interest. Then the consumer must feel compelled to read on. They can do this by referring to facts, opinions stated as facts, statistics, rhetorical questions, alliteration, emotive language, etc.

DESIRES: Advertisers also appeal to basic human desires or needs and hint that desires/needs will be met if their product is purchased. For example, desire to be attractive, successful, wealthy, popular

ACTION: Now the advertiser must get the reader to go and buy the product by saying things like:

Limited stocks Limited term offers Money back guarantees Easy payment plans Discounts Free gifts ‘Clearance sales Reduced prices Order immediately and ….

IMPORTANT ARE THE FOLLOWING:

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2) What product is advertised?

Cadbury chocolate slab/Organics dandruff shampoo (things)

3) Who is the service provider?

Company’s name, e.g.

McDonald’s / KFC / Eskom

4) What is the logo in the advertisement?

The picture/symbol that the public associates with the product/that represents the product.

5) What is the slogan of the advertisement?

Usually the words just under/above

the logo have become synonymous

with the product/company.

6) What is the purpose of an * (asterisk)?

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provides is that they sell/supply/fix/make/produce....The service the company

What service is advertised? 1)

a) You usually find it at the bottom of the advertisement.

b) It implies that the advertisement has certain terms and

conditions that apply to what has been offered.

c) The fine print is written at the bottom of the advertisement

and it has to be included to indicate the restrictions on the

offering and it is something that is not important.

7) What is the purpose of the font sizes

It draws attention/shows the message of the

advertisement…. It also emphasises the...

8) Why are the words repeated?

To emphasise/show the ..... special, the fact that the company offers a bigger…..

9) Why are bulleted lists used in advertisements?

a) Bullets points are used to see the

different products or the different

purposes of the product

AND

b) It helps the client read the different

points more easily.

10) Who is the target audience? (Meaning who is the advertisement aimed at.)

A: Be specific -

Mothers/Pet

owners/Handymen/Dads

who look after their

babies.

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11) Why does the advertiser say ‘guaranteed’ or ‘money back?’

It is a promise that he believes in his

product or service. This guarantee

AUTHENTICATES his product and

ensures that we trust the company or

product.

12) Why is the picture suitable? How does the picture link to the advertisement?

Explanation must be detailed. Refer to picture and text. E.g. The text asks if you know what

you are washing your hands with and in the

picture we see fingers with eyes (looking to

see what is being used)

13) How do we know the advertiser is willing to communicate with customers?

The advertiser supplies the reader with a

cellphone number /web address/fax number/available on facebook or twitter

14) Will the advertisement persuade you to buy the product or make use of the service?

Open-ended. You need to link your answer to the advertisement’s content. You may

disagree, but the answer should be linked to the ad.

Start with “Yes” or “No” and then refer to what you see or read in advertisement.

15) What do the following stand for:

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™ - Trademark

© - Copyright

® - Registered Trademark

16) What emotive language is used and why?

The advertiser makes use of humour or words

that excite/shock/involve the reader to draw

them in to decide to make use of the product.

17) Why are words like you/your/us used?

It makes the advertisement personal so that it involves

you as the reader.

NOW DO THE FOLLOWING:

ANALYSING ADVERTISEMENTSStudy the following TWO advertisements and answer the set questions.

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1 What does this picture remind you of? (1)

2 Who is the target audience of this advertisement? (1)

3 Name any health risk that sweetened drinks have according to this advertisement.(1)

4 What is the purpose of this advertisement? (2)

[5]AND

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HEALTH WARNING!Sweetened drinks cause diabetes, result in tooth decay and lead to

cardio-vascular diseases and early death!

5 Refer to the picture at the top right-hand corner of the page:

5.1 Choose the correct word in brackets. Only write down the number and answer. The phrase, “open happiness”, is Coke’s (a) slogan (b) logo. (1)

5.2 Explain why this phrase is a good choice to associate Coke with. (1)

6 Refer to the caption: “A classic never goes out of style.”

Discuss the effective use of the word “classic” by referring to the:6.1 picture (2)6.2 the advertised product (1)

[5]

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